Research On Marketing Channel Innovation With Supply Chain Management For CR Company

CR company is a foreign wholly owned subsidiary and is responsible for brand promotion and product sale in China.With the new competitive circumstance developing,CR company is facing supply chain issues that the products have limited supply in market,and the market share dropped significantly.How to help CR company to succeed in fierce marketing competition and establish its marketing channel covering more markets,it is imperative for us to develop innovative channels to move forward.The drawbacks of traditional marketing channel and the pressure from new forms of competition has forced CR company to explore new management models.This paper analyses three problems of CR company in managing marketing channel for lubricant department,and also gives the suggestions to improve them.Firstly,the marketing channel structure is not reasonable for management.There is overlapped in the structure and competitive each other.The resolution is adjusting structure according to the end user.Secondly,the relationship of channel member is still in traditional business relationship.Setting up the strategy cooperation relationship is the good solution to realize the stable cooperation.Thirdly,the management pattern has some short comes.Powerful combination pattern will benefit for the supply chain management.It takes the benefits of supply chain management for reference to re-establish CR company marketing chancelReverse pattern of channel management is not only suitable for new company to market new product,also it can be used in established companies for adjusting their existing product marketing channels.Therefore,under the current situation,reverse pattern of channel is a very useful tool to adopt for a company to establish a stable and win-win marketing channel.